Price depends on how much the dealer thinks you will pay. In this context, price is a variable. If a price is quoted, then it becomes very easy to search online for a "deal" and the local B&M dealer may loose a sale. Other than individual home listings, I see very few items of value that are advertised by price. Watches, luxury cars, high end home materials, services etc are all advertised by unique features rather than price. If product marketing leads with price, then the item is essentially perceived as a commodity with very little value added. Commodities are sold by price, and the lowest price gets the sale. Not a good business model if you are trying to differentiate your product in a crowded market.